Case Study

IDology Doubles Marketing Efficiency, While Improving Lead Quality and Marketing Accountability Highlights

Highlights

• Doubled marketing efficiency with the same budget
• Increased monthly ad conversion rate by 25%
• Improved lead quality and marketing and sales alignment

Challenges

IDology provides on-demand, real-time technology solutions that verify an individual's identity and age in consumer-not-present situations. Before using Marketo, IDology had no automated system for lead nurturing, and prospects received emails on an ad hoc basis. In addition, IDology couldn't track their actions in Salesforce CRM, so sales reps received leads without knowing the history of previous interactions, making it difficult to appropriately follow up. IDology needed a marketing automation solution that would eliminate manual processes and automatically track lead source.

Solution

IDology briefly considered other marketing automation solutions and even completed a trial of another product, but ultimately chose Marketo for its ease of use, tight integration with Salesforce, and superior customer support. With Marketo, IDology can quickly and efficiently create personalized landing pages and use Smart Lists to automatically segment leads. By automating these tasks, IDology's marketing team now has more time to spend on strategic activities.

Benefits

With Marketo, IDology achieved a significant return on investment by delivering twice the amount of marketing programs with the same budget. In addition, automated email campaigns, web activity tracking and Smart List capabilities helped double marketing efficiency and yielded a 25% improvement in monthly ad conversion rate. Finally, IDology improved marketing and sales alignment and increased marketing accountability.